JAN Pancakes

01

The Kickoff

JAN Pannenkoeken introduced American Pancakes Banana and wanted to pique the curiosity of as many Jumbo shoppers as possible in a short period of time. Our request was clear: ensure visibility around the stores and prove that the campaign not only stands out online but also actually generates additional store visits.

02

The Game Plan

We opted for a two-pronged attack. With Smart Location Targeting, we focused on people within a radius of selected Jumbo stores. In addition, social retargeting via Meta Suite ensured that everyone who had already seen the campaign was reached again with JAN's message.

Creatively, we worked with two sets of expressions. One set focused on the action week with "second half price," and a set with regular price communication. We launched both versions as static display and animated rich media, always featuring the packaging, the stack of pancakes, and the Jumbo logo prominently. In the first week, we ran an A/B test with and without a commercial fragment. Based on the results, in consultation with JAN, we chose the variant with video to maximize stopping power.

03

The Score

The results show that JAN hit the nail on the head. The campaign results scored above average. Even more important was the measured footfall uplift of more than 21% towards Jumbo, especially among a working and affluent target group aged 45 and over. This allowed us to demonstrate that the digital visibility around American Pancakes Banana directly contributed to extra store visits and a stronger shelf position.

With this campaign, we demonstrated that a smart combination of Smart Location Targeting and social retargeting has a direct effect on offline store visits.

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